Built on craftsmanship, cultural pride and fearless curiosity, Azza Fahmy has become one of the Middle East’s most influential jewellery houses. What began in 1969 as a bold personal journey for its founder, when Azza Fahmy became the first woman in Egypt to apprentice with master jewellers in Cairo’s Khan El Khalili, has since grown into an internationally recognised brand celebrated for its depth of meaning and artisanal excellence.
At the heart of the Maison is a commitment to storytelling. Each piece is shaped by historical research, skilled craftsmanship and a personal artistic touch, resulting in jewellery that feels both timeless and deeply individual. Designed as wearable art, many creations are passed down through generations, becoming modern heirlooms with emotional value.
Today, the brand is writing a new chapter in its story, led by three women from the same family. Azza Fahmy remains Chairwoman and Creative Director, guiding the creative vision, while her daughters Amina Ghali, Head Designer, and Fatma Ghali, CEO, oversee design and global growth. Together, they balance legacy with evolution, ensuring the brand continues to expand while staying true to its foundations.
In this interview, Azza, Amina and Fatma reflect on heritage, leadership and creativity, sharing how trust, shared values and generational dialogue shape the future of Azza Fahmy jewellery.
Azza, how did the original vision for the brand take shape, and how have these original values evolved over time?
Azza: The brand began with a very personal curiosity and deep respect for craftsmanship. From the beginning, it was about learning directly from artisans, valuing skill, patience and humility, and believing that jewellery could carry significant meaning. Those values have never changed. What has evolved is the scale. Today, we are telling stories to a wider world, but the brand’s soul remains.
What does it mean to see the brand evolve with your daughters now playing such central roles?
Azza: It is deeply fulfilling. Seeing the brand grow through my daughters gives it continuity and life. They bring their own perspectives while understanding the essence of the brand and what we built. It reassures me that the brand is in safe hands, able to evolve naturally without losing its heart, passion and identity.
Fatma, as CEO, how do you balance protecting the brand’s heritage while guiding it forward?
Fatma: For me, heritage is not something to preserve in a static way. It is a foundation we continue to build on. My role is to ensure that as we grow, expand and enter new markets, every decision aligns with our values and vision. Growth is important, but it must always feel intentional and authentic. The balance comes from knowing what should never change and guiding evolution in a way that remains true to our values.
Amina, how would you describe your design approach, and how does it build on or reinterpret the brand’s legacy?
Amina: My design approach is rooted in research and emotion. I am inspired by history, poetry, architecture and cultures from around the world, and of course by the legacy of the brand and my mother. That legacy is my foundation, but my role is to reinterpret it for today. I think about how a piece feels when worn, how it becomes part of someone’s identity, and how it can remain timeless while still speaking to the present moment.
How do the three of you divide roles and decision making within the business?
Fatma: Each of us has a clear role. Azza is the soul and compass of the brand; as Chairwoman and Creative Director, she oversees all creative elements. Amina, as Head Designer, leads the direction and design of our collections. I focus on strategy, operations and long-term growth. We collaborate closely, especially on major decisions, because we are aligned.
What have been the biggest challenges and advantages of working together as a family?
One of the main challenges is learning how to separate work from our personal lives. We have become much better at it over time, but we continue to work on it. The advantage is trust. We share the same values, history and commitment to the brand. That creates a level of honesty and accountability that is very rare.
How do different generations within the brand influence creativity, leadership and long-term thinking?
Amina: Each generation brings a different lens. Azza Fahmy brings depth, instinct and lived experience, while I bring a contemporary design perspective shaped by global exposure. Together, this creates a continuous dialogue that keeps the brand grounded yet forward-looking.
How do you ensure that craftsmanship and storytelling remain at the heart of the brand as it grows globally?
Amina: By never compromising on how things are made and staying true to our core values. Our workshops, artisans and techniques are central to everything we do. Storytelling comes naturally when there is so much depth and research behind the pieces. Growth should never come at the expense of the hands and stories behind the jewellery.
What does modern luxury mean to you today, especially for a new generation of clients?
Amina: For a new generation, luxury is personal, conscious and emotionally resonant. It is also about practicality. Today’s woman is always on the move and does not want to spend ten minutes trying to clasp a necklace or bracelet. Ease of wear and functionality are now an essential part of luxury.
What lessons have you learned from one another through working together?
Amina: The most important lesson I learned from my mother is to draw inspiration from everything around me. She taught me to observe deeply and translate subtle details into jewellery. That way of seeing has shaped how I design and tell stories through my work. From my sister, I am constantly inspired by how she is always several steps ahead; her perseverance and determination continue to motivate me.
How do you see the future of the brand evolving over the next decade?
Fatma: We see a future where the brand continues to grow internationally while remaining deeply rooted in its identity. Our focus is on thoughtful, intentional expansion, strengthening our global presence without compromising our values. We also see the Azza Fahmy universe expanding through design, education and cultural transmission, with a stronger role for our design school and foundation in preserving craftsmanship and nurturing talent.
What advice would you give to other family-led or generational brands looking to grow without losing their identity?
Fatma: For family-led or generational brands, clarity of values is essential. Growth should be intentional and driven by purpose, not external pressure. It is important to create space for the next generation to lead in their own way, while ensuring they understand the foundations and principles the brand is built. Identity is sustained through everyday decisions; it is lived through how a brand creates, communicates and evolves over time.
By Lindsay Judge
